GPB Partners Pty Ltd

What GPB Partners Pty Ltd does

GPB Partners Pty Ltd operates the "Count Wealth" brand, an Australian multi-entity financial services group delivering integrated advice across financial planning, investment management, lending, and accounting/tax services. The firm serves approximately 6,500 clients — primarily individuals, families, and small-to-medium businesses — through 14 physical office locations spanning New South Wales, Queensland, and Victoria, with a Newcastle (Charlestown) headquarters. Service delivery relies on a multi-AFSL structure: Count Financial Limited (AFSL 227232) underwrites financial planning, DWA Managed Accounts (AFSL 264125) underwrites investment management, Tamarama Accounting provides tax and SMSF services, and Australian Finance Group (ACL 389087) provides credit/lending capability.

The investment management business runs three proprietary in-house product series — Focus Series (concentrated strategies across global equities, Australian equities, emerging companies, property securities, and fixed interest), Prosperity Series (multi-asset portfolios across five risk profiles), and Executive Series (executive-focused multi-asset portfolios). Underlying portfolio technology is delivered via third-party platforms Praemium and Hub24, which provide client-facing access and SMA administration. The firm reports approximately $1.6 billion in assets under management.

Revenue is generated through four streams: financial planning advisory fees (advice on retirement, superannuation, estate planning, insurance, and aged care), investment management fees on AUM, professional services fees for accounting and SMSF administration, and transaction/trail commissions from lending origination. The go-to-market is sales-led, anchored on a free initial consultation, with client referrals and long-tenured adviser relationships as the primary acquisition mechanism. Pricing is not publicly disclosed and is set per engagement following the consultation.

Name

GPB Partners Pty Ltd

Legal name

Count Holdings No. 1 Pty Ltd ABN 70 696 338 995

Website

https://gpb.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

GPB Partners Pty Ltd operates Count Wealth, an Australian multi-entity financial advisory group offering integrated financial planning, investment management, lending, and tax services to individuals, families, and small businesses across 14 offices in NSW, QLD, and VIC.

Ownership category

akta.pro rank

Product category

Wealth Management and Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940), Other Investment Pools and Funds (5259)

SIC

Investment Advice (6282)

akta.pro primary industry

Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA)

akta.pro secondary industry

Broker-Dealer Affiliated Wealth Advisory (FSAEABAB)

Keywords

• Financial planning services
• Wealth management advice
• Investment management
• Accounting and tax services
• Residential and business lending

Headquarters

HQ city

Charlestown (Newcastle HQ)

HQ country

Australia

HQ region

Oceania

Offices13 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Financial Planning Services: Financial planning fees and advisory charges for retirement planning, superannuation, estate planning, investment services, and wealth management advice.
2. Investment Management Services: Fees based on assets under management (AUM) for managed portfolios including Focus Series, Prosperity Series, and Executive Series investment strategies.
3. Accounting & Tax Services: Accounting, taxation, bookkeeping, and SMSF administration services for individuals and businesses.
4. Lending Services: Home loans, investment loans, refinancing, personal loans, business loans, and related lending services through Australian Finance Group Ltd.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

GPB Partners Pty Ltd (trading as Count Wealth) provides integrated financial advisory, investment management, lending, and accounting and tax services to individuals, families, and small-to-medium businesses across Australia. The firm manages approximately $1.6 billion in assets through its in-house investment team's proprietary portfolio series (Focus, Prosperity, and Executive) and offers lending solutions via a partnership with Australian Finance Group. Services are delivered face-to-face across 14 offices in NSW, QLD, and VIC, supported by digital portfolio platforms Praemium and Hub24.

Product overview

GPB Partners Pty Ltd offers a comprehensive suite of financial services organized into four core service areas: Financial Planning (retirement planning, superannuation, personal insurance, estate planning, aged care, cash flow management, and investment services), Investment Management (managed portfolios via Separately Managed Accounts with three product series: Focus Series for concentrated equity strategies, Prosperity Series for diversified multi-asset portfolios, and Executive Series for high-net-worth clients), Lending Solutions (home loans, investment loans, refinancing, business loans, personal loans, and first home buyer assistance), and Accounting & Tax Services (personal taxation, bookkeeping, business advisory, and SMSF administration). The company manages $1.6 billion in assets across 14 office locations, serving approximately 6,500 clients.

Differentiator

Problem solved

Functional benefit

Brands

• Focus Series: Investment fund series including Global Equities, Australian Equities, Emerging Companies, Property Securities, and Fixed Interest Fund.
• Prosperity Series
• Executive Series

Products and services

• Financial Planning Comprehensive financial planning service for individuals and families covering retirement, transition to retirement, superannuation, personal insurance, estate planning, aged care, cash flow and debt management, financial advice for women, and investment services.
• Investment Management Managed investment portfolio service for individuals, families, and superannuation funds, constructed and actively managed by an in-house investment team to balance risk and return across market conditions.
• Focus Series Concentrated, single-asset-class investment fund series including Global Equities, Australian Equities, Emerging Companies, Property Securities, and Fixed Interest Fund, for clients seeking targeted exposure.
• Prosperity Series Diversified multi-asset portfolio series available in five risk profiles: Capital Stable, Conservative, Balanced, Growth, and High Growth.
• Executive Series Multi-asset portfolio series targeted at executive clients, available in five risk profiles: Capital Stable, Conservative, Balanced, Growth, and High Growth.
• SMA Portfolio Separately Managed Account portfolio service giving clients direct ownership of underlying investments combined with professional portfolio management.
• Lending Solutions Lending advisory and finance solution service covering home and investment loans, refinancing, first home buyer guidance, personal and car loans, business loans, and lenders mortgage insurance.
• Accounting & Tax Services Accounting and tax service for individuals and businesses including personal taxation, bookkeeping, business services, business coaching and advisory, and Self Managed Super Fund (SMSF) administration, accounting, and audit.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Count Financial LimitedcoreStrategic or Co-development PartnerCount Financial Limited ABN 19 001 974 625, holder of Australian Financial Services Licence No. 227232, provides the AFSL framework for financial planning services offered by Count Wealth. This is the core licensing arrangement under which the company operates its financial planning business.
• DWA Managed Accounts Pty LtdcoreStrategic or Co-development PartnerDWA Managed Accounts Pty Ltd ABN 89 104 065 250, holder of Australian Financial Services Licence No. 264125, provides investment management services including the Focus Series, Prosperity Series, and Executive Series managed portfolios.
• Tamarama Accounting Pty LtdcoreStrategic or Co-development PartnerTamarama Accounting Pty Ltd ABN 17 696 552 922 provides accounting, taxation, and business advisory services. Liability is limited by a scheme approved under Professional Standards Legislation.
• Australian Finance Group LtdcoreChannel Partner/ Reseller/ DistributorAustralian Finance Group Ltd ABN 11 066 385 822, holder of Australian Credit Licence No. 389087, provides credit activities and lending services including home loans, investment loans, and business finance offered by Count Wealth.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• AMP Limited: One of Australia's largest financial services groups offering wealth management, superannuation, investment platforms, and advice across the country. Provides overlapping services but at significantly larger scale with a national platform-led model.
• Macquarie Wealth Management: Wealth division of Macquarie Group offering financial advice, investment management, and platform services to retail and HNW clients. Comparable in core service offerings but operates at much larger scale with broader geographic and product reach.
• Insignia Financial (IOOF): Large Australian wealth and advice group operating multiple advice brands, platforms, and asset managers. Overlaps with Count Wealth's services but at vastly larger scale and broader national footprint; not focused on regional/multi-service branch model.

Direct peers

• Ord Minnett: Australian private wealth manager and financial advisory firm providing portfolio management, financial planning, and superannuation advice to HNW and retail clients. Closely comparable service mix and target customer profile to Count Wealth.
• Shadforth Financial Group: Australian full-service wealth advisory firm offering financial planning, investment management, superannuation, and lending to individuals and families. Highly comparable in business model, integrated service stack, and fee structure to Count Wealth's offering.
• Perpetual Private: Australian wealth management division of Perpetual Limited providing financial advice, investment management, and estate planning to HNW clients. Comparable integrated advisory and AUM-based investment product offerings.
• Morgans Financial: Australian full-service wealth manager and stockbroker providing financial advice, investment management, and lending to retail and wholesale clients across multiple states. Comparable multi-service wealth model and AUM-based fee structure.
• JBWere: Australian private wealth manager owned by NAB offering investment management, financial planning, and superannuation services to HNW individuals and families. Comparable integrated wealth advisory model with multi-decade client relationships.

Emerging players

• Raiz Invest: Australian digital-first micro-investing and superannuation platform targeting younger retail investors with low-fee automated portfolios. Represents the emerging digital wealth model competing for the same end-client wallet as traditional advice firms like Count Wealth.
• Spaceship: Australian digital wealth manager offering low-cost index superannuation and investment products to retail investors. Emerging player competing for the same mass-affluent retail client base with a tech-led, lower-touch model than Count Wealth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/gpb-partners-pty-ltd

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GPB Partners Pty Ltd